Channelplay Case Study

Market Mapping & Strategy Formulation For Tyre Market Entry


Client is into manufacturing of industrial footwear & workwear and planned to enter into tyre retailing for two & three-wheeler vehicles. Hence, they wanted to conduct market research which would act as an input for their retail strategy. The objective of the project was to map the following:

  • Current size of the market along with past and projected growth
  • Key growth drivers, challenges, entry & exit barriers, anti-dumping scenario
  • Brand preference, most selling brands, pricing, service terms, trade terms
  • Market reach of distributors & sales trend
  • Retail strategy guidelines


  • A thorough research was carried out to understand micro & macro level factors governing the tyre market, entry-exit barriers, import-export & anti-dumping scenario and key growth drivers & challenges.
  • A primary research was conducted across retailers, distributors and industry experts to gauge market sizing, current & projected growth rate, operating model and competition intensity.
  • Moreover, potential distributors were identified and evaluated in order to tie-up & venture into the market.


  • The research captured the existing tyre market scenario providing an India-level overview along with specific market level insights.
  • It also provided inputs for strategy formulation for the client in terms of accessible opportunity size, sourcing model (manufacture/import), break-even analysis, product proposition, warranty terms, operating & distribution model and branding & promotion.  

Topics: Market Research